3 Welcome 76% of people feel that marketing has changed more in the past two years than it has in the previous fifty. [Adobe] Traditional marketing methods alone aren t enough to efficiently drive lead generation and sales. Digital marketing spend is forecasted to reach over $190 billion worldwide by 2017, as organizations continue to recognize the ability of digital tools and channels to build brand awareness, generate high-quality leads, and maximize revenue. As the digital economy experiences major growth, the demand for skilled digital professionals is significant and growing. The will help you kickstart an exciting, dynamic career or advance an existing one. Whether you are a seasoned business owner wanting to build your brand online, or just starting out, this diploma is perfect for you.

4 Did you know that 95% of our Professional Diploma graduates are currently employed? Better yet, 81% were promoted after completing the course

5 The Digital Marketing Institute is the global certification standard in digital marketing and selling. We have trained more graduates to a single digital education standard than any other certification body. We work with digital industry experts to design and develop education courses that define the digital skills and capabilities required of all professionals. Our certifications deliver best current practice, theory and applied skills in digital, and are recognized and respected across the industry. The will equip you with the essential skills and knowledge needed to excel as a digital professional. Through a series of comprehensive, structured modules you will learn how to integrate key digital practices into your marketing techniques and measure and iterate the success of your digital marketing strategy.

6 Course Overview Who is this course for? The Professional Diploma is recommended for a variety of professionals: Marketing Executives, Managers, Senior Management IT Managers Small business owners Anyone responsible for developing and/or implementing a digital marketing strategy for their organization Anyone looking to pursue a career in digital marketing This course benefits various levels of skill and experience, and will empower you to maximize the impact of your marketing through powerful digital tools.

7 What can you expect? Through dynamic video presentations and practical learning activities including tutorials and exercises, you will enjoy a hands-on learning experience that will build a strong foundation in the key specialisms within digital marketing. You will cover the main concepts, techniques and skills required to develop, plan and implement an effective digital marketing strategy. What will you learn? By the end of this course, you will be able to: Increase your website s visibility through Search Engine Optimization (SEO) techniques Drive qualified traffic to your website through Pay-Per-Click (PPC) advertising Execute digital display campaigns Capture, segment and manage subscribers in order to plan and execute a successful marketing campaign Use suitable social media channels for different business goals and objectives Measure and optimize your social media campaigns Leverage mobile marketing for its micro-targeting advantages Analyze and optimize your overall digital marketing activity Create a formal digital marketing plan for your business

9 The learning doesn t stop when you leave the lectures. If you re truly passionate about what you re doing there is a wealth of podcasts, blogs, books, webinars and other content online that will help grow your knowledge. Gavin O Leary Community Manager at In the Company of Huskies Read Gavin s story at digitalmarketinginstitute.com

10 MODULE 1 Introduction to Digital Marketing The Introduction to Digital Marketing module explores how to harness the power of digital within the context of your organization s marketing strategy. You will gain a fundamental understanding of the core principles of digital marketing, and be able to distinguish between traditional and digital techniques. This module will provide you with an understanding of what is involved in creating and implementing effective digital marketing campaigns. It introduces the foundational aspects of digital marketing and covers areas including: search, digital display, marketing, social media and mobile marketing, as well as analytics. You will begin learning how to develop an integrated and effective digital marketing plan that incorporates these various specialisms. In addition, you will be taught how to conduct ongoing analysis and measurement in order to manage and evaluate your digital marketing efforts and budgets. Topics covered include: The Digital Marketing Institute Method Digital Marketing Definition of the Digital Marketing Institute Method Principles Our Tools The Digital Marketing Institute Framework The Digital Marketing Institute Quality Scale Key Concepts of Digital Marketing Traditional v. Digital Marketing The Opportunity of Digital Marketing Characteristics of Digital Marketing Implications of Digital Marketing Market Research v. Market Reality

11 MODULE 2 Search Marketing: SEO The Search Marketing: SEO module will help you to understand the concept of Search Engine Optimization (SEO) and how you can leverage key techniques to improve your website s organic ranking on search engine results pages (SERPS) to drive more traffic. It also covers key terminology and technical insights necessary to cultivate an effective SEO strategy. You will explore keyword research and the process of selecting suitable keywords for your website, as well as other types of optimization for online content. You will learn how to create and include effective content and use meta-tags throughout your website. The module will also explore how websites are viewed and evaluated by search engine spiders, and how to speed up the indexation process. You ll learn about a range of specialist tools that are available to help common search engines find, view and rate websites. The module will cover off-page elements of optimization including inbound linking and techniques that can boost a website s inbound link popularity. You will recognize how SEO is content-driven, and understand the importance of creating fresh, relevant and original content to enhance your ranking. You will also be able to monitor and manage your SEO activity by setting a baseline and regularly measuring activity against your predetermined goals. Topics covered include: Key SEO Concepts Search Results & Positioning Benefits of Search Position Stakeholders in Search Mechanics of Search On-Page Optimization The SEO Process Customer Insights Analysis & Review Keyword Research & Selection Content Updates & Layout Meta Tags SEO Site Map SEO Google Search Console Off-Page Optimization Inbound Links & Link Building Ranking Laws & Guidelines

12 MODULE 3 Search Marketing: PPC The Search Marketing: PPC module will teach you about the importance of Pay- Per-Click Advertising (PPC), and how it can be used to effectively drive quality traffic to your website, as well as the accompanying terminology and technical skills. During the module, you will be shown how to set up a Google AdWords account and develop an AdWords campaign through three key elements: keyword research, ad copy and landing pages. The module also addresses AdWords campaign settings and ongoing campaign management. You will be able to conduct keyword research and learn about the range of specialist tools that are available to help run and administer effective PPC campaigns in order to maximize your advertising spend. This will enable you to analyze current search marketing activity and tailor and target campaigns to enhance engagement rates. You will recognize the features of effective, optimized ads and develop skills in writing compelling and targeted ad copy. Finally, this module will teach you how to set and manage budgets for AdWords campaigns and measure and analyze their effectiveness through the generation of detailed reports. Topics covered include: Key PPC Concepts Strengths of Pay Per Click Keyword Research Google PPC Research Tools Search Campaign Process Keyword Selection Ad Copy Landing Pages Targeting Budgets Scheduling Display Networks Ad Centre Campaign Management Conversion Tracking Conversion Metrics: CPA, CTR Bidding Analytics Laws & Guidelines

13 MODULE 4 Digital Display Advertising The Digital Display Advertising module will help you to create and implement effective digital display advertising campaigns. The module covers the core concepts and terminology associated with digital display advertising as well as key campaign aspects including: ad formats, campaign setup and planning, target audience definition and publisher selection, as well as campaign administration, budgeting (including different pricing metrics), measurement and optimization. The module will reference different display advertising campaigns, and illustrate the learning content with a wide range of ad campaign examples showcasing strong ad creatives and how different formats can be applied and published. You will learn about the wide range of display ad formats and how to carefully choose the most appropriate one/s for your target audience segments. In addition, you will know how to develop clear objectives, deploy a campaign and then measure and optimize your campaign based on analytics. You will also be able to research and use a range of campaign publishers. Topics covered include: Key Digital Display Concepts Benefits of Digital Display Challenges of Digital Display Business Value Running Effective Ads Ad Formats Ad Features Ad Display Frequency Campaign Planning Campaign Steps Target Audience Campaign Objectives Campaign Budget Creative Formats Targeting Tracking your Campaign Optimizing the Campaign Laws & Guidelines

14 MODULE 5 Marketing The Marketing module will teach you how to construct and deliver an effective marketing campaign. The module will cover the four foundational aspects of marketing: data capture and subscriber segmentation, design and content, delivery, and measurement and reporting. This module will enable you to plan a marketing segmentation strategy for your target audience and identify aspects of effective design in terms of user-centric content, coherent layout and an attractive aesthetic. You will also learn how to grow and manage a subscriber database, and the unique features of Service Providers and software solutions. With knowledge of split testing, you will be able to use key metrics to report on the effectiveness of your campaigns, including open rates, Click-Through-Rates (CTR), unsubscribes and bounces. You will also know how to monitor and evaluate marketing analytics. Topics covered include: Key Marketing Concepts Campaign Process Online Data Capture Offline Data Capture Segmentation Design User Behavior User Characteristics Copy Structure Delivery Systems Filtering Scheduling Measurement Key Terms & Metrics Split Testing Laws & Guidelines

15 MODULE 6 Social Media Marketing (Part 1) The Social Media Marketing (Part 1) module covers the key concepts and terminology used in social media marketing and its primary platforms including Facebook, Instagram, Twitter, Periscope and LinkedIn. of social media platforms. This will help you appreciate current trends and innovations in the social media space, and spot opportunities to convert the always connected social consumer. This module will help you to set up and prepare social media marketing initiatives. It covers defining goals and setting Key Performance Indicators (KPIs) for your social media campaigns and explores a range of core social media platforms. You will learn how to develop the knowledge and skills to effectively engage with customers across a diverse range Finally, this module will teach you how to recognize the suitability of different social platforms for your objectives so you can select and prioritize those that align with different goals for your organization, customers, products and services. You will learn to recognize that different social media communication styles may apply for different target audiences and be able to implement them appropriately. Topics covered include: Key Concepts of Social Media Content Planning and Scheduling Social Media for Business Social Media Goals Setting Goals and Priorities Facebook Features Facebook Business Page Facebook Messenger for Business Facebook Apps Instagram Features Third Party Apps for Instagram Instagram Best Practice Twitter Features Twitter Chat Twitter Profile set-up Twitter Lists Periscope LinkedIn Setup & Profile LinkedIn Groups LinkedIn InMail LinkedIn Company Page LinkedIn Recruitment

16 MODULE 7 Social Media Marketing (Part 2) The Social Media Marketing (Part 2) module will help you develop the skills needed to implement the full range of social media tools and platforms to cultivate and sustain relationships with customers. It builds upon Social Media Marketing (Part 1) and expands upon the topics and platforms introduced. In this module, you will learn about the challenges involved in implementing an effective social media strategy for your business, especially when using paid advertising options. these for achieving specific social media goals. Using advanced features including individual native analytics platforms, such as Facebook Insights and Twitter Analytics will also be covered. This will allow you to become familiar with how to schedule, manage and report on your campaigns and social media activity. Finally, you will learn how to measure and optimize your social media campaigns and be aware of the relevant privacy laws in this area. You will cover some supplementary social media channels such as YouTube, Google+ and Pinterest and learn the importance of Topics covered include: Google+ Brand Page Google+ and SEO Google Hangouts Pinterest Profile Pinterest Advertising Pinterest Business Accounts Facebook and Instagram Advertising Types Facebook and Instagram targeting Facebook and Instagram Ad management Facebook and Instagram Analytics Facebook insights Twitter Advertising Twitter Ad targeting Twitter Audience Platform Twitter analytics LinkedIn Advertising LinkedIn Ad Targeting LinkedIn Analytics YouTube Account Basics YouTube Channels YouTube Content types YouTube Advertising YouTube Analytics Social Media KPIs

17 MODULE 8 Mobile Marketing The Mobile Marketing module will help you create and deliver effective mobile marketing campaigns. You will cover the key concepts that underpin mobile marketing, and understand the value of immediacy, mobility and personalization within any mobile marketing activity. You will also learn about the importance and key components of a mobile-optimized website. This module will enable you to recognize the key attributes of effective mobile apps and take the 7 necessary steps to create one that is effective. You will learn about mobile search, its differences and similarities to desktop search and the role of AdWords in mobile search. By learning the necessary knowledge and skills, you will know how to utilize the power of mobile technologies as a way to access increasingly mobile consumers. You will look at the emergent trends within the mobile space and recognize the opportunities to convert always on mobile users, and interact effectively with specific audiences based on context and location. In addition, you will learn about mobile advertising and the range of technologies that are available to help engage with consumers such as SMS, NFC, mobile sites, apps and Bluetooth. You will also recognize the importance of suitable campaign messaging, and the need to validate marketing activity with campaign trials, reviews and ongoing analytics and measurement. Topics covered include: Key Mobile Marketing Concepts Trends in Mobile Opportunities & Risks Mobile Devices SMS Content SMS Strategy Mobile Advertising Mobile Optimized Websites Mobile Apps Attributes of Effective Apps Digital Marketing Institute 7 Step Process for Mobile Apps Proximity Marketing Bluetooth Mobile Coupons & Ticketing Implementation Strategic Steps Marketing Goals Review & Testing Social Media Channels Laws & Guidelines

18 MODULE 9 Analytics The Analytics module will help you develop the knowledge and skills required to measure, monitor and optimize your digital marketing activity. This will equip you with the technical understanding and insights to build an online reporting structure for your business. You will learn about the range of specialist tools that are available to help understand how to measure and monitor online traffic. You will also learn about the business benefits of using analytics tools as a standard. This module will teach you to set up accounts, views and permissions and apply analytics tracking across your website(s). You will understand the importance of aligning business KPIs with your analytics goal configuration and learn how to utilize the features of Google Analytics to develop a detailed profile of your target audience (location, demographics, technology, devices, and interests). With new skills, you will be able to assess the effectiveness of a website in terms of its technical performance and speed and measure levels of user engagement and conversion by tracking activities such as downloads, video views, purchases and registrations etc. Finally, you will be able to output a range of standard reports from analytics such as visitors, traffic, content, goals, e-commerce, AdWords and event tracking. You will be capable of creating and scheduling customized reports as and when required. Topics covered include: Key Analytics Concepts Goal Set-up Account Set-up Analytics Code Analytics Profiles Goal Configuration & Funnels Audience Dashboard Technology Advertising AdWords Campaigns Traffic Sources Scheduling & Delivery Bounce Rate Site Speed Site Search Events Conversions ecommerce Reporting Real Time Reporting Intelligence Reporting Customized Reporting Laws & Guidelines

19 MODULE 10 Strategy and Planning The Strategy and Planning module provides the skills to create a formal digital marketing plan for your organization, enabling you to work effectively with a digital agency or external contractors as required, and establish an approach that will allow you to implement a successful digital marketing strategy. This module is based on the Digital Marketing Institute methodology, which consists of a process based on three distinct parts. Part 1 includes a situation analysis exercise, a formal information gathering process, and an audience definition exercise. Part 2 develops a set of clear and meaningful objectives for the digital marketing plan. An action plan is developed to provide a coherent project structure, including milestones, deliverables and resources. Part 3 emphasizes the importance of an iterative process of monitoring, analysis and enhancement based on the performance of digital marketing activities and campaigns. This module brings together all the strands of the to create a coherent digital marketing plan based on our proven planning methodology and process. Topics covered include: Key Strategy & Planning Concepts First Steps Planning Situation Analysis Information Gathering Target Audience Setting Objectives Appropriate Tools Action Plan Setting the Budget Measurement Iteration & Enhancement Laws & Guidelines

20 The course is a great opportunity to get a broad overview of all aspects of a digital strategy I d also recommend that you try to develop a network on the course with peers and colleagues... Roisin Milmoe Digital Content Manager at PWC Read Roisin s story at digitalmarketinginstitute.com

21 Course Assessment The assessment is based on a formal Our computer-based examinations are computer-based examination that will delivered through the Pearson VUE test center measure individuals knowledge and digital network which comprises over 5,200 centers marketing proficiency following completion of in 180 countries. the course. The use of Pearson VUE to deliver our exams The duration of the exam is 180 minutes. increases the value of the international certification offered by the Digital Marketing A range of different question formats are used Institute and provides students with a quality, including Text based Multiple Choice; Image- consistent examination experience, no matter based Multiple Choice, Matching and Hot Spot where they are in the world. questions.

23 Subject Matter Experts The course will introduce you to the most important and transformative aspects of digital marketing, which are delivered by industry leading experts. All the lecturers are specialists in key areas related to digital marketing, building brand visibility, generating leads, nurturing customer relationships and using the latest tools and techniques on a daily basis. They collaborate with the Digital Marketing Institute on the design and development of course materials, so your learning is shaped by their practical experience, expert insight and case studies. The course made the whole digital realm seem less complicated and actually very easy to navigate given the right tools. Conor O Sullivan

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25 Syllabus Advisory Council The Syllabus Advisory Council, representing the world s largest and most influential digital brands, validates all Digital Marketing Institute course content. By providing expert review and recommendations on a regular basis, the Council ensures that graduates of the Digital Marketing Institute have learned the most up to date digital skills, core competencies and knowledge needed to thrive in their digital careers. The Syllabus Advisory Council works with the Digital Marketing Institute to define the skills agenda and address the global digital skills shortage. The Council ensures that our courses are developed in alignment with the digital economy s most indemand digital needs and skillsets. The Syllabus Advisory Council includes experts from;

26 Certification The Digital Marketing Institute is the global certification standard for digital marketing. We create the world s most widely taught, globally recognized and industry accredited digital marketing syllabuses. The course is the only one of its kind designed and taught by industry experts and validated by the world s leading and most influential brands. This award has been credit rated by SQA at Level 8 on the Scottish Credit and Qualifications Framework (SCQF). SCQF level 8 corresponds to level 5 on the European Qualifications Framework (EQF).

27 Global partners Digital Marketing Institute courses are also available to study through our network of Global Partners. Exclusively selected and trained by the Digital Marketing Institute, our Global Partners are licensed to deliver our educational courses in locations across Europe, Asia, Africa and Latin America.

28 Our Students Are Thriving Past students of Digital Marketing Institute courses have worked with some of the world s leading brands and companies

29 For more information, please visit imarcomms.com or call (+357) In partnership with Digital Marketing Institute

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